According to Kommersant, Russian OTT platform Ivi is preparing to enter Germany, the Netherlands, Belgium, and Cyprus, having already launched a dedicated landing page for Türkiye earlier this year. The company is also in talks regarding expansion to India, Nepal, and MENA countries.
Market insiders note that Germany is considered the most profitable direction due to its large share of expatriates and Russian-speaking residents. However, analysts remain skeptical about the prospects for the platform in India, citing the recent merger of media assets by local conglomerate Reliance Industries and Walt Disney, which has left “no room” for new entrants.
Ivi is reportedly launching separate websites for its new target regions as part of a large pilot project scheduled for completion within eight months. According to a Kommersant source, the platform has already attracted 5,000 subscribers across these new regions within just two weeks of launching the local landing pages. Ivi declined to comment.
Currently, Ivi operates in several countries, including Armenia, Azerbaijan, Belarus, Kyrgyzstan, Moldova, Tajikistan, Turkmenistan, Uzbekistan, and Georgia. The platform also runs a dedicated site in Türkiye. Its main catalogue consists of TV series for which it has acquired rights, as well as releases from local TV channels.